Book Excerpt from “For Immediate Release” by Ronn Torossian
Even a relatively small $100,000-a-year PR campaign can create core messages, result in stories in relevant media publications (which
creates marketing collateral as well as business leads if they land in the right outlets), and shape a company’s image in a positive manner.

We are PR Agency of record for Hint Water, a small bottled water company founded in 2005 owned and run by a husband-and-wife team based in California. We’ve worked with the brand since 2007, and it has grown very quickly.

Competing in a space dominated by Nestle (Perrier, Poland Spring, and others), PepsiCo (Aquafina), and Coca-Cola (Dasani) is demanding. Representing the company is like juggling while running a mile a minute because our efforts for this company have to compete against the results achieved by competitors’ multimillion-dollar ad campaigns. Hint is a $30 million-a-year company. Successful?

Yes, very, but a $10 million marketing budget, let alone one worth $100 million, is not in the picture for them at this stage of the game. Yet to enter or even survive in the beverage industry, sizable marketing efforts must be made. Clearing the clutter is one challenge; staying alive among behemoth worldwide icons that own 50 percent of the industry is another. Big beverage brands don’t exactly skimp—their national marketing and advertising campaigns stream across every medium and platform, and include exclusive deals with elite celebrities and top-level events like the Grammys and Oscars.

How can a small fish possibly survive in a massive ocean when swimming with sharks? Public Relations

 

Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.